LVMH 2020 . F a s h i o n & L e a t h e r G o o d s

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of creative collaborations were launched, including the Air Dior sneaker, which was a major success. A number of fashion shows featuring inspiring decor paid tribute to figures from the world of art and fashion. A host of events and cultural activities were held during the second half of the year: Kim Jones teamed up with Ghanaian artist Amoako Boafo for his Spring/Summer Men s collection, followed by a colorful and joyful collaboration with American artist Kenny Scharf for his Fall collection, unveiled simultaneously in December in Beijing and around the world; in Lecce, Italy, the ancestral skills of local craftspeople and artists were honored in Maria Grazia Chiuri s 2021 Cruise show; and a poetic film was released, following the mythical voyage of a trunk filled with haute couture dresses inspired by the post-war era. A new flagship store was inaugurated on Rue Saint-Honoré in Paris and two major stores opened in China. On the heels of its success in Paris and London, the Christian Dior: Designer of Dreams exhibition made a stopover in Osaka before heading to Shanghai, attracting more than 200,000 visitors. Dior launched its Dior Talks podcasts in 2020, featuring conversations with inspiring individuals on art, culture and society. In response to the public

health emergency, Maison employees volunteered using the Baby Dior workshop in Redon to produce masks for front-line workers, and workshops in Italy made gowns for hospital staff. Fendi demonstrated great resilience. Following the major impact of the pandemic at the beginning of the year, in the second half of the year the Maison saw remarkable growth in China and in online sales, and continued to gain market share in South Korea and North America. The Fendi Roma holiday capsule collection, inspired by the Maison s iconic packaging, was a major success. Active support was provided in the fight against the pandemic through donations, particularly to the Lombardy region, but also by activating its network of suppliers to produce protective masks and gowns for the Tuscany and Lazio regions, and for hospitals in Bergamo. Launched in Rome in June as a celebration of summer, Fendi continued its collaboration with the music world through the Anima Mundi project, featuring performances by renowned artists in Shanghai, Tokyo, Seoul and, soon, New York. The Hand in Hand project, in collaboration with 20 craftspeople in each of Italy s 20 regions, showcased local expertise and traditional skills by reinterpreting the iconic Baguette bag.

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